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All Journal Bandung Conference Series: Communication Management
Mazaya Rizy Safira
Program Studi Ilmu Komunikasi Sekolah Tinggi Ilmu Komunikasi InterStudi
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Brand Image terhadap Loyalitas Pengguna Smartphone Realme Felly Erlianto; Mazaya Rizy Safira
Bandung Conference Series: Communication Management Vol. 3 No. 3 (2023): Bandung Conference Series: Communication Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v3i3.9608

Abstract

Abstract. The development of technology is increasing rapidly in today's times including communication technology. There are many new communication technologies being created, one of which is smartphones. Companies are required to create and cultivate a strategy, one of which is with a brand image in order to instill a good perception of consumers or potential consumers so that the brand has a high possibility of being chosen and getting a place in the hearts of customers. The purpose of this study is to determine or measure how much influence the brand image has on the loyalty of Realme smartphone users in SMA Negeri 6 Tangsel. This type of research is an associative descriptive study, using simple linear regression analysis techniques with purposive sampling, data is collected from respondents who use Realme smartphones. From the results of the hypothesis test conducted that brand image has a significant effect on loyalty. And the results of the test of determination coefficient (R Square) have a value of 62.1%, while the remaining 37.9% was influenced by other things that were not examined. Abstrak. Perkembangan teknologi semakin meningkat pesat di masa sekarang ini termasuk teknologi komunikasi, sangat banyak teknologi komunikasi baru yang diciptakan salah satunya yaitu smartphone. Perusahaan dituntut harus membuat dan memupuk strategi salah satunya yaitu dengan brand image guna menanamkan persepsi baik kepada konsumen maupun calon konsumen agar brand tersebut memiliki kemungkinan yang tinggi untuk dipilih dan mendapatkan tempat di hati pelanggan. Maksud dari penelitian ini adalah untuk mengetahui ataupun mengukur seberapa besarnya pengaruh brand image terhadap loyalitas pengguna smartphone Realme di SMA Negeri 6 Tangsel. Jenis penelitian ini adalah penelitian deskriptif asosiatif, menggunakan teknik analisis regresi linear sederhana dengan purposive sampling, data dikumpulkan dari responden yang menggunakan smartphone Realme. Dari hasil uji hipotesis yang dilakukan bahwa brand image memberikan pengaruh yang signifikan terhadap loyalitas. Dan hasil uji koefisien determinasi (R Square) terdapat nilai sebesar 62,1%, sedangkan sisanya sebesar 37.9% dipengaruhi oleh hal lain yang tidak diteliti.
Pengaruh Brand Ambassador dan Brand Personality terhadap Brand Image Produk Somethinc Shilla Shaliya; Mazaya Rizy Safira
Bandung Conference Series: Communication Management Vol. 3 No. 3 (2023): Bandung Conference Series: Communication Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v3i3.9621

Abstract

Abstract. South Korean culture successfully attracted the attention of the world's eyes which led to the emergence of the Korean wave which brought new beauty standards so that many beauty companies used Korean Idols as their brand ambassadors. The existence of business competition requires public relations to utilize their creativity and innovation as a way to form a positive brand image, especially in the beauty industry. There are other factors that can build a positive brand image, namely through brand personality because brand personality is the main component of brand image apart from physical attributes and product benefits. This study discusses strategies to strengthen brand image through brand ambassadors & brand personality. This study aims to determine the effect of using brand ambassadors and brand personality on Somethinc's brand image. The research method used is quantitative explanation with purposive sampling technique. The population of this research is people who know Han So Hee as Somethinc brand ambassador & Somethinc Instagram Followers. Then, the data was processed using the SPSS application statistical method with multiple regression tests. The results showed that brand ambassador and brand personality affect Somethinc brand image. Of the two independent variables, brand personality has a stronger influence in building Somethinc's brand image. Abstrak. Budaya Korea Selatan sukses menarik perhatian mata dunia yang menyebabkan timbulnya korean wave yang membawa standar kecantikan baru sehingga banyak perusahaan kecantikan menggunakan Korean Idol sebagai brand ambassador nya. Adanya persaingan bisnis menuntut public relations untuk mendayagunakan kreativitas dan inovasinya sebagai cara membentuk brand image yang positif, terutama pada industri kecantikan. Terdapat faktor lain yang mampu membangun brand image positif yaitu melalui brand personality karena brand personality adalah komponen utama dari brand image diluar atribut fisik dan manfaat produk. Pada penelitian ini membahas strategi untuk memperkuat brand image melalui brand ambassador & brand personality. Penelitian ini memiliki tujuan untuk mengetahui pengaruh penggunaan brand ambassador dan brand personality terhadap brand image Somethinc. Metode penelitian yang digunakan adalah kuantitatif eksplanasi dengan teknik purposive sampling. Populasi penelitian ini adalah orang yang mengetahui Han So Hee sebagai brand ambassador Somethinc & Followers Instagram Somethinc. Lalu, data tersebut diolah menggunakan metode statistik aplikasi SPSS dengan uji regresi berganda. Hasil penelitian menunjukan bahwa brand ambassador dan brand personality berpengaruh terhadap brand image Somethinc. Dari kedua variabel independen tersebut, brand personality memiliki pengaruh yang lebih kuat dalam membangun brand image Somethinc.
Co-Authors Felly Erlianto Shilla Shaliya